Teenagers on social media have joined a challenge to "eat" laundry detergent pods in an alarming new trend.
Type "Tide pod challenge" on YouTube and you will easily find dozens of videos where teens – and adults who should know better – merrily bite into pods of laundry detergent, despite the health risks.
Medical experts have warned that ingesting detergent is extremely dangerous and can cause health problems or even death.
The trend prompted a health warning from Tide, the product's manufacturer.
"Nothing is more important to us than the safety of the people who use our products," a spokesperson for the brand told Buzzfeed.
"Our laundry packs are a highly concentrated detergent meant to clean clothes and they're used safely in millions of households every day. They should only be used to clean clothes and kept up [on a high shelf], closed and away from children."